Think about it: You spend hundreds and hundreds of dollars on a nice newspaper/magazine ad and not hear from a soul. Why is that? One reason could be (and likely is) that they were not in the market for your service when you made your offer. Just as likely, they did not read the page that contained your ad. Think about it, if I don't look at the page that contains your ad, you just flushed your money.
Print media salespeople will tell you that it pays to advertise - that you must spend money to make money. They offer you significant discounts. And you buy. Focusing on the discount(s), not on the results.
What they don't tell you is that advertising does not equal marketing. There are many other ways to market your service.
There are 4 ways to touch a targeted audience. And targeting is what you should do.
Here are the 4 way:
1. Face-to-face
2. Phone
3. Direct mail
4. E-mail.
I've found a way around this dilemma by using color postcards. They have been an essential part of my marketing toolkit for years
Experts say that if a marketing effort is to be successful, it must be repeated. You will get results from your targeted postcards if you repeatedly send to the same audience. Not spread them around.
Continue advertising in the paper, but only if it has worked for you in the past. Measure your responses. If you are not getting the sales/calls that you want, stop.
1. Even for the smallest of businesses can afford postcard mailing.
If you have as few as 50 customers/prospects in a database you can afford to send a targeted color postcard.
2. You can make a sneak attack.
Your competition will know if you're advertising in the newspapers/magazines! It will take them longer to find out with direct mail postcards.
3. It's easy to track your results.
Your card can tell recipients to call for a free (value added) report. Further you can direct them to use a special code when they place an order on your web site.
4. Postcards are versatile.
In a single mailing, you can seek business from prospective customers, and solicit repeat business from existing customers.
5. Postcards can establish and support your brand.
When you use a systematic, direct mail postcard program, you and your business will become familiar to your target audience.
6. No more wasted marketing campaign money.
Send your proposed/test card to a small sample of your database. Measure the response. If you are pleased with the response, mail to the rest of the target audience. If not, change one thing and test again.
7. Postcards are read quickly.
You have only 6-8 seconds with the reader of your mail. That is enough with a postcard.
8. Postcards don't take up a lot of space.
If appropriate, they can be easily carried around until the time to redeem them for your great offer.
9. Postcards are easy and inexpensive.
Visit http://bit.ly/simplesolutions I am a partner with this great company and make a few cents when you purchase. You will find powerful new tools that make sending color cards inexpensive. Your investment will be from $ .48 to $ .60 cents per card including postage, addressed, printed (in four color) and laminated. Then delivered to the post office.
10. Postcards are fast and simple.
You can create/use a template so that the majority of the card stays the same (for great branding) and just change your offer/message.
Add color postcards to your marketing mix in your Business Plan for next year and every year in the future. Your business will thank you.
